Agency Bytes

Ep 103 – Greg Hickman, AltAgency – Simplify, Productize, Scale

Featuring: Greg Hickman, AltAgency

In episode 103 of Agency Bytes, I sit down with Greg Hickman, founder of Alt Agency and an expert at helping agency owners break free from the time-for-money grind. Greg shares his fascinating journey from the world of big agencies to building his own seven-figure business—while working just 25 hours a week! We dive deep into the pitfalls of the traditional agency model and explore how the Alt Agency approach helps owners productize their services, streamline operations, and reclaim their time.

Greg and I also unpack the difference between productizing and commoditizing agency work (hint: you don’t have to sacrifice creativity for efficiency!). We talk about scaling smart, building systems that don’t drain your soul, and why redefining wealth goes beyond the numbers in your bank account. Plus, Greg shares some personal stories and life lessons about being present for the moments that really matter, in business and at home.

If you’re looking to run a more sustainable and rewarding agency, this is one you won’t want to miss.

Key Bytes
• Greg Hickman transitioned from traditional agency roles to founding AllAgency.
• The Alt Agency model focuses on monetizing expertise rather than just labor.
• Productization of services can lead to greater scalability and efficiency.
• Wealth is defined not just by money, but by time and health.
• Agencies can benefit from creating multiple service tiers to cater to different client needs.
• The lines between agencies, SaaS, and coaching are increasingly blurred.
• Building a scalable business requires a shift in mindset and operations.
• Automation and systems are key to reducing workload and increasing profits.
• Greg's journey highlights the importance of adapting to market needs.
• The impact of helping 800 agencies showcases the ripple effect of effective coaching.
• Productized services focus on specific outcomes.
• Systematization helps agencies improve efficiency and profitability.
• Lead generation is crucial for agency success.
• Productization simplifies marketing and client management.
• Agencies often lose money due to inefficient pricing models.
• Creativity can thrive within a productized framework.
• Differentiation is key to avoiding commoditization.
• Personal growth involves learning from past experiences.
• Being present in personal life enhances overall happiness.
• Enjoying the journey is as important as the destination.

Chapters
00:00 Introduction to Agency Bites and Guest Background
01:30 Greg's Journey in the Agency World
04:21 Transitioning to the Alt Agency Model
07:37 The Evolution of Services and Client Focus
10:40 Impact and Scale of the Alt Agency Model
12:59 Defining Wealth Beyond Money
13:31 Understanding the Alt Agency Model
19:54 Building a Scalable Offer Suite
21:31 Transforming Agency Services into Productized Offerings
24:33 The Importance of Systematization in Agencies
27:52 Lead Generation and Client Retention Challenges
30:19 Differentiating Productization from Commoditization
33:21 Personal Insights and Life Lessons

Greg Hickman helps agency owners and consultants escape the trap of trading time for money. After nearly two decades working with brands like Pepsi, AT&T, and the NY Jets, Greg built his own marketing automation agency and built funnels and systems for entrepreneurs like Dan Martell, Chris Ducker, John Lee Dumas, Jasmin Star, Nerd Fitness, and more. Now through AltAgency, he's helped over 800+ service providers build profitable, sustainable businesses by productizing their services and monetizing their expertise. Greg runs his 7-figure business working 3-4 days per week (most weeks), taking Fridays off for mountain biking, and wants to help others learn how to do the same. His unique approach helps owners ‘scale’ profits without scaling the complexity or sacrificing their lives.

Contact Greg on his website or his YouTube channel.

Ep 102 – Rena DeLevie – Mindful Leadership

Featuring: Rena DeLevie

In episode 102 of Agency Bites, I’m joined by Rena DeLevie—a leader and teacher who gets real about what it actually takes to show up fully and compassionately in today’s world. Yes, she’s got the corporate leadership chops and has been on a mission to end fear-based management, but what resonated most with me in this conversation was how personal and human her journey is.

Rena shares how, as someone with deep empathy and anxiety in her DNA, she learned to soothe her nervous system so she could show up with clarity and compassion—not just at work, but everywhere. We talk about the practices she leans on every day—meditation, breathwork, walking in the woods, connecting with nature, and even humor—as ways to ground herself and navigate stress, overwhelm, and tough decisions.

She’s lived through corporate toxicity, hard layoffs, and the pressure to “toughen up” as a leader. But instead of staying stuck in survival mode, she learned how to reconnect with herself, how to be present, and how to lead with kindness without losing her edge.

This isn’t just a conversation about business—it’s about how we take care of ourselves so we can take care of others. It’s about slowing down enough to be intentional in how we speak, lead, and live. It’s about taking care of ourselves all ways, always.

If you’ve been feeling stretched thin, reactive, or stuck in fight-or-flight mode, this episode will give you some simple but powerful ways to reset and recenter. Let’s get into it.

Key Bytes

• Compassion can radically transform agency culture and leadership.
• Fear-based management often leads to anxiety and burnout.
• Authenticity in leadership energizes both the leader and the team.
• Compassion and accountability must coexist in effective leadership.
• Daily meditation can help manage anxiety and foster self-awareness.
• Choosing yourself means prioritizing self-compassion and understanding.
• Humor can shift the energy of a toxic work environment.
• Compassionate leadership requires setting boundaries and not being a doormat.
• Navigating toxic environments often requires personal resilience and strategy.
• Modeling compassionate behavior can influence workplace culture positively.

Chapters

00:00 Introduction to Compassionate Leadership
01:15 The Shift from Fear-Based to Compassionate Leadership
04:06 The Energizing Power of Authenticity
10:00 Navigating Toxic Work Environments
12:56 Compassion and Accountability in Leadership
19:46 Daily Practices for Compassionate Living
25:52 Choosing Yourself: The Path to Self-Compassion
31:50 The Importance of Humor and Perspective in Leadership

Rena combines over 25 years with Fortune 500 companies and 20 years as a practitioner of mindfulness/meditation to show us the path to eliminating the fear-based culture so prevalent in

corporate America. Her book, Compassionate Management, How Ambitious Creatives Become Kick-Ass Leaders, and her TEDxTalk, Compassionate Management -- using compassion as a business tool has been used in businesses around the globe as a model to radically change leadership culture and how we treat one another.

Rena has given a TEDx Talk, presented at over 30 conferences, led over 60 workshops, and been on

dozens of podcasts. Rena is a high-energy presenter and interactively engages audience members to show compassionate leadership in action. This experiential approach empowers attendees to redefine their own leadership style and evolve their expectations of leadership culture.

Contact Rena on their website.

Ep 101 – Kyra Cavanaugh, Free Yourself – Workplace Wellbeing

Featuring: Kyra Cavanaugh, Free Yourself

In Episode 101 of Agency Bytes, I sit down with Kyra Cavanaugh, a wellbeing consultant, meditation coach, and Qigong instructor, for a conversation that feels like a deep breath in the middle of a hectic workday. We explore what it really means to prioritize wellbeing—not just for ourselves but for our teams and the people we lead.

Kyra shares practical, down-to-earth strategies for finding balance in a world that pushes us to hustle nonstop. We talk about how small, intentional moments of self-care can ripple into productivity, creativity, and stronger connections—both at work and in life. From recognizing when a teammate (or you) might need a breather, to breaking the cycle of “push through and crash later” culture, this episode is all about giving yourself permission to slow down in order to show up fully.

If you’ve ever struggled with burnout, felt the pressure to always be “on,” or wondered how to create a healthier, more human-centered workplace, this conversation is for you. Take a pause and join us.

Key Bytes
• Wellbeing is essential for productivity and creativity.
• Connection and mental health challenges have been prevalent for years.
• Daily self-care practices can help mitigate stress.
• Leaders must model wellbeing for their teams.
• Emotional intelligence is crucial in leadership.
• Establishing boundaries is key to healthy workplace relationships.
• Investing in oneself is a necessary practice.
• Simple check-ins can foster team connection.
• Recognizing the impact of personal struggles is important.
• Human connection should be prioritized in the workplace.

Chapters
00:00 Introduction to Wellbeing in the Workplace
05:55 Shifting Mindsets: From Work-Life Balance to Daily Wellbeing
11:48 Practical Strategies for Self-Care and Team Support
17:50 Emotional Intelligence in Leadership
23:50 Fostering Human Connection in the Workplace

Kyra Cavanaugh is a well-being consultant, meditation and healing coach, and Qigong instructor. She's worked with hundreds of businesses and thousands of leaders to improve personal, team and organizational well-being. She's an author, podcaster, speaker, coach and serial entrepreneur based in Asheville, NC where she loves to hike and listen to local, live music.

Contact Kyra on 15be.com, freeyourself.world, or on their YouTube channel.

Ep 100 – Debbie Millman – Lessons in Leadership, Design, and Abundance

Featuring: Debbie Millman

In the 100th episode of Agency Bytes, I couldn’t think of a more fitting guest to mark this milestone than the legendary Debbie Millman. As a designer, writer, educator, and the pioneering host of Design Matters, Debbie has shaped the creative industry in ways that continue to inspire me and so many others. In this conversation, we dive into her remarkable journey—from leading Sterling Brands to an Omnicom acquisition, to her impact on branding and design education, and even the evolution of her own 20-year podcasting career. She shares invaluable insights on leadership, overcoming rejection, embracing an abundance mindset, and finding inspiration in unexpected places. Plus, we discuss her upcoming book Love Letter to a Garden and the deeply personal connection between creativity and growth. It’s an episode filled with wisdom, warmth, and a celebration of resilience in the creative industry.

In this episode, we dig into:

• Debbie’s leadership at Sterling Brands and the journey to an Omnicom acquisition
• The evolution of Design Matters and what 20 years of podcasting has taught her
• How an abundance vs. scarcity mindset changed her creative path
• The impact of Milton Glaser’s mentorship and his powerful five-year vision exercise
• Advocating for women in design and her role in Omnicom’s Omniwomen network
• Dealing with rejection, imposter syndrome, and the realities of a creative career
• Her new book Love Letter to a Garden and the inspiration behind it

So, whether you’ve been here since episode one or you’re tuning in for the first time, thank you for being part of this journey with me. I sincerely hope you enjoy this special 100th episode of Agency Bytes with the one and only Debbie Millman!

Key Bytes

• Debbie became a shareholder at Sterling Brands in 1998.
• Leadership requires balancing financial acumen with creative passion.
• Debbie's management style was demanding yet fair.
• The acquisition by Omnicom was a pivotal moment for Sterling Brands.
• Debbie actively mentors and advocates for women in the industry.
• Her podcast, Design Matters, has evolved significantly over 20 years.
• Debbie's closing statement reflects her commitment to making a difference.
• The podcast has maintained a loyal audience despite industry changes.
• Debbie's early writing for Armin Vitt's blog sparked her design journey.
• Milton Glaser's teachings on scarcity and abundance were transformative for Debbie.
• Writing a five-year plan helped Debbie visualize her future.
• Debbie emphasizes the importance of teaching and sharing knowledge.
• Rejections are a common experience, and feelings are temporary.
• Travel serves as a major source of inspiration for Debbie's work.
• Debbie's upcoming book combines her love for gardening and visual storytelling.
• Debbie encourages embracing both successes and failures in one's career.
• Believing in oneself is crucial for achieving goals.

Chapters

00:00 Celebrating Milestones: The 100th Episode
12:37 Navigating Challenges in a Changing Market
18:06 Empowering Women in Creative Industries
24:42 The Evolution of Design Conversations
33:35 Navigating Rejections and Setbacks
42:05 Upcoming Projects and Personal Growth

Named “one of the most creative people in business” by Fast Company, “one of the most influential designers working today” by GDUSA, and a “Woman of Influence” by Success magazine, Debbie Millman is also an author, educator, designer, and podcast pioneer. Debbie is the host of the Webby and Signal award-winning podcast Design Matters, one of the first and longest-running podcasts in the world; Chair of the first-ever Masters in Branding Program at the School of Visual Arts, Co-owner and Editorial Director of PrintMag.com, and the author of seven books on design and branding. Debbie is the recipient of a Cooper Hewitt National Design Award and a Lifetime Achievement award from AIGA, the Professional Association for Design. She is currently a Harvard Business School Executive Fellow and was recently invited to the Design Advisory Board of Canva.

Contact Debbie on their website or through the SVA Branding program.